Automotive TV Advertising Research Culture Horizon Consumption

Consumer culture is a certain historical period, people in material production andspiritual production, social life and consumer activity demonstrated by the sum ofconsumption concept, consumption patterns, consumer behavior and consumer environment.Due to the increasingly rich material life, the economic center of the structure of humansociety has gradually shifted from the production of consumption, began to move towardconsumer-centric era. Consumer culture is the result of social development while guiding theprogress of social life, is generating an increasingly important influence on modern society.Advertising as a means of merchandising and product information to pass on to us, it isalso constructed with symbolic significance of goods, affecting our values, our way of lifeleading manufacture our consumer desire for social consumer culture the formation of waves.Modern consumer society, the value of goods has gone beyond the traditional use value andexchange value, the symbolic value of goods to be fully apparent, gradually evolved intocommodities and social attributes and personality traits linked with the consumer as a symbol,becoming transfer consumer information about the symbol. Thus, the consumer has becomea symbol of consumer society important cultural phenomenon. Multinational companies,commercial companies, the mass media in the marketing of their products act as amanufacturer, communicators and strengthen those areas of consumption symbol system, inparticular the use of endless television commercials and suggestive association, the use ofsymbols to replace the symbolic functional description of the product, creating a colorfulvariety of situations and attempt to impress consumers, and in the power of symbols toinfluence or even manipulate consumer behavior.Economic and social are evolving along with economic and social development underthe constant, growing into the car million from the initial public all private cars nowincreasingly common, the social role played by the car also play a fundamental changed. Thiscar has increasingly become a symbol of social status of conIIIsumer goods, wealth, ability,happiness and other social implications. This paper studies television advertising startingsymbolic phenomenon from the perspective of consumer culture, this paper will examine inthe second chapter of the consumer culture and automotive advertising mutuality proceed.The third chapter of consumerism myth constructed from car TV ads, car televisionadvertising strategy analysis, television commercials consumerism myth decoding andcritical analysis of three aspects of automotive TV ads showing the contents of the consumer culture; fourth chapter from car TV commercials female image analysis and automotiveadvertising image of women in poor shape, such as two aspects of the automotive televisioncommercials analyzed temperament female gender analysis; in the fourth chapter, the authorof visual culture and automotive landscape analysis from two TV ads visual aspects of car adscultural analysis. This article seeks through multi-angle, multi-faceted, multi-field analysis,the TV auto ads more profound interpretation.